How to break the traditional concept to open up their own world?

As a result of the long feudal culture, for modern Chinese people, sex is still a hidden topic that can only be used for doing but can not say. Then as a rigid demand for adult products, how to break the traditional concept of opening up their own world? Cost-effective Huang Tiancai have their own ideas.

Unlike other adult goods providers, the only cost-effective mobile terminal, no PC or offline shop, however, is such an APP, a year sales reached more than twenty million. Back by the tide of mobile Internet, Huang found in the adult supplies belong to their own wealth.

From bank practitioners to start-ups failing to start a new business, how did this 1985-born young man embark on the adult products industry in which "Uncle aunt" was engaged?

Cost-effective half a year to tell his family

Huang Tiancai, born in 1985, got into a local bank after graduating. Despite having a good performance and a handsome salary, he chose to resign from the eyes of many people and founded a local group buying website. In 2011, the rise of the national buy site, public comments, the United States Mission, Wo Wo, glutinous rice defeated one after another small buy net, Huang Tian Choi's buy site is no exception. This year, he sold the buy net to Wowo Group. After receiving millions of yuan from the Wowo group, he founded another O2O project, "Province and Province," but ended up losing money because of funds and talents.

The money burned almost, the team left only five or six individuals, the company suddenly down. Difficulty makes Huang Tiancai had to move the company from the thriving World Trade Center in Xiamen, rented a residential building in the nearby village in the city for staff's office and living use. He himself also moved out of the apartment he was renting at the time and lived in a village in the middle of the "never entered".

"We put computers, printers, these things are moved to the village, rented a private house, five or six people live together for a month 1800." Huang Tian Choi told reporters, "I do not know if you have lived in that kind of house, the village in the city Own their own, a lot of people live in a building. "

City Village life monotonous and repetitive, go to work, after get off work, Huang Tian Choi will be blind in the village. City village brings together a variety of people, a variety of shops are crowded in the narrow alley to attract business, rotten fruit, 4 dollars a bowl of noodles, street tofu flavor mixed together. Compared to the past, Huang Tiancai saw a different world. In those narrow damp alley, you can always see a few shops with ambiguous red lights, half-open shutter, the other half covered with a curtain, like people do not know what to do, The door was hung with flashing signs, saying "adult products" a few words. The beginning of Huang Tian Choi do not mind, did not expect such ambiguous shops almost ten steps, throughout the city village.

"Here's the demand for adult products so big?" Huang Tian Choi began to think. After some time of observation, he found that for those who can give themselves a little "release" of adult products, popular in the village. Huang Tiancai said he often can see someone out from behind the curtain half-covered, hands carrying a black plastic bag, looked around for a moment and quickly disappeared in the night.

But he also found that adults in adult shops in the village had fatal flaws: high prices and poor quality were mostly "three-no-products," and even brands like Durex and Sixth Sense were counterfeit and shoddy. So he decided to start again in the field of adult products, cost-effective APP came into being, Wong Choi Choi also started selling adult products.

From banks to start-ups, Huang Tiancai has always been a "very good young man" in his family's eyes. After making a price / performance ratio, he was afraid that his family members would not understand and never told them. Until six months after the cost of financing, the media began to report, his family talent to see. "To make adult products are aunt aunt, I am particularly afraid of the family say 'how do you do that thing ah.' But fortunately, they are very reasonable, that as long as I do not commit crimes commit crimes like." Huang Tian Choi Phoenix Technology Say.

Want to make people bold talk sex

In "The Book of Rites," Confucius spoke of "the diet of men and women, the desire of man to save Yan," talking about two major events in human life: diet, men and women. A life problem, a sexual problem. But in the long Chinese feudal culture, sex is a shameful thing, and the Chinese still keep a tight cover. However, as a normal physiological requirement, people have both sexual and practical needs, and sexuality can only become something that can not be said.

How to cultivate the correct understanding of the user, the proper use of adult products, promote their own and attract users to their own platform to buy, become adult supplies must face an issue.

Due to the particularity of the products, if adult electronics suppliers want to promote themselves, they have to resort to some adult websites to do some large-scale advertising or to hit the edge ball, but this approach is not good for brand building. On the other hand, "Net net" plan, there may be further investigation. In this regard, Wong Choi Choi thought of another approach: from the perspective of marketing users to regain the understanding of adult products.

In February this year, the price began to recruit fun experience division, annual salary of 150,000. "This was originally a news story, so we decided to focus on the whole country and the whole society for recruitment," said Huang Tiancai. "We have also specially designed a" large-scale "job offer." Of the marketing tools also received the attention of the media, many local media coverage of the incident. There are more than 200 people to register, many of whom are top students of Tsinghua Peking University, and even "turtles" also cast resumes. The final two boys were hired, one of them graduated from Nankai. Huang Tiancai said: "We want to let the community know, fun industries, like hotels, are the need to pursue the experience."

"Such a marketing tool does not raise the cost of users, compared to rigid ads, get a higher degree of attention, the establishment of brand awareness, for businesses really good." One has long been engaged in Internet marketing so commented.

In his view, 80 has become the main force of society, the adult products can be well accepted, "For them, sex is already very natural, very beautiful, it is worth pursuing something, they will also take the initiative to find fun The problem is that they do not know the specific functions of these erotic products, do not know the importance of sex for life, do not think sexual disharmony is a problem.

IResearch senior analyst Ding Jiaqi believes that as a vertical industry, adult products, electricity supplier, it seems a very small minority, but due to match with the age group of 80, these people like the Internet, love online shopping, but also have a more correct understanding of sex , So even if adult gadget providers are not suitable for widespread publicity, they still get good revenue.

Similarly, in order to cultivate the correct understanding of the user for sex, cost-effective also has a "communication area." "We hope that the community atmosphere offered in the price / performance APP is a safe and secure (anonymity) place where you can freely discuss sex toys and exchange various sexual issues." By nature, It is more like a place for Chinese people to talk generously and healthily.We also hope that more people can learn about sexuality, cognition, acceptability, Boldly talkative. "Huang Tian Choi described the role of exchange zone. According to reports, the exchange area daily post volume can reach about 100,000.

Want to do business with community plus processing equipment

Graduated from Nankai University, Department of Physics, Lin Degang founded Shuishui Tang has more than 10 years, just past 69, Spring water two days turnover of 20 million; the new adult supplies brand founder Ma Jiajia has become the hot spot on the Internet ; There are Happy Online, Valley of Love, orange and other vertical e-commerce brands. Some brand manufacturers, such as Durex, also launched in Taobao, Lynx, Jingdong outlets. Although it is a "hidden" industry, the competition is fierce.

Lin Degang believes that the removal of condoms, the size of China's adult products market is about 30 billion yuan, while Huang Tiancai more optimistic about this market, he believes that the next two to three years, the scale of China's adult products market can reach 560 billion.

How to farther from the fierce competition in the market, get more share?

In Huang Tiancai's opinion, the future of mobile Internet will become the mainstream, while the mobile terminal trend must be e-commerce plus community processing tools, so he did not want to develop the PC version of the price, do not want to make a simple cost-effective to buy adult products APP. "Our strength lies not only in the provision of mall services, in the price-performance client, but also in the fun academy and in the community of gender issues. In the future, we will also be adding tools such as Male Sex Index, Gender Analysis Tools, Sexual Knowledge Tools etc. "

However, these tools are not difficult to develop, do not have the core technology, want to retain users, but also need to work more in content. "For a mobile product, in addition to meet the needs of easy to use, but also need to find ways to retain users, allowing users to bubble in the above, to increase user stickiness, in order to gain long-term development." An application developer said .

Attracting users through the sale of adult products, users and communities through the use of tools to maintain a virtuous circle, the price may want to achieve such an effect. However, UGC, cost-effective did not put it that well. Phoenix science and technology in cost-effective client to see in the exchange area of ​​the "hot selection", still a few days ago the activity of the main post; in other sections, the discussion of the real knowledge is also very small, and some Post also reduced to "about artillery paste" tendency. The real content to divert users to buy the product even less. How to attract users to take the initiative to share healthy and useful information, how to keep users on the APP and form multiple purchases is one of the issues that cost-effective teams need to consider.

In addition to the content, Huang Tien Choi's team is still developing its own brand of adult products, the future will also be involved in wearable devices in the field of intelligent hardware.

"If you work hard to ensure quality and workmanship, then own-brand products will bring more gross profit, get a good return." Ding Jiaqi analysis said.

In 2013, the sales price of more than 20 million yuan, 2014 Huang Tian Cai estimated that this amount will reach 100 million yuan. Now his team has moved from the village in the city of Xiamen Software Park, in addition to the angel investment of 10 million yuan, the price is still in contact with the A round of investment. Regarding the future, the 85-year-old hopes that the "price / performance ratio" will be developed into a personalized, vertical e-commerce platform after 80s and 90s, not just in the amusement industry.

Source: http: //tech.ifeng.com/startup/special/xingjiabi/